Taylor Swift’s new album records a sales increase of over 1,200%

Taylor Swift tops the Billboard 200 again this week, making history. The “Tortured Poets” section tops the list of most-consumed albums in the United States for the twelfth consecutive year, a rare feat. The title continues to hold its own, thanks in part to its enormous sales figures, which have increased significantly compared to the last period.

The “Tortured Poets” section sold 90,000 copies last week. That’s the kind of number that even the biggest names in the industry hope for when their latest collection drops. The fact that Swift manages to achieve such impressive numbers twelve frames into her latest release’s charts is remarkable.

Sale of The “Tortured Poets” section were 154% higher than the previous week. Digital purchases contributed to this steep increase, and when looking specifically at those who bought the title on online-only platforms, it’s clear that these sales are largely thanks to the feature-length film’s continued success.

In the last tracking frame The “Tortured Poets” section 19,000 digital copies sold. That’s an increase of 1,266% from the previous week, according to Billboard.

Fans not only bought The “Tortured Poets” section digital, although those sales played a major role in keeping Swift’s new project at No. 1 despite tough competition. The work also sold 67,000 copies on CD. That figure is a 127% increase over the same seven-day period just before.

Purchases are strongest for almost any album in the first week or two after release. This is when most fans pull out their wallets to pick up a physical copy of a newly released work, and it’s usually those people who are willing to do so. After that time, a set is usually carried forward by streaming activity as sales decline.

Swift has somewhat bucked this trend by continuing to release new versions of The “Tortured Poets” section. Every now and then she releases a slightly different version of the track, which encourages superfans to buy another copy. These sets, which may include a new acoustic version or a live rendition of a song, are offered on her website and are often only available for a few days or even hours.

Apparently, the limited supply and short purchase periods have not hurt Swift sales. The “Tortured Poets” section is by far the best-selling album of the year in America, and somehow it just keeps going.

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